Mohammadali Koorank Beheshti

Dr. Mohammadali Koorank Beheshti serves as an Assistant Professor of Marketing at Marist University's School of Management and is the founding director of the Marketing Lab. He teaches both undergraduate and MBA-level courses, including Digital Marketing, Marketing Management, and a specialized lab-based course focused on AI-powered physiological measurement tools.

His educational background includes a BS in Mechanical Engineering from University of Tehran, an MBA from Sharif University of Technology, and a PhD in Marketing from Old Dominion University's Strome College of Business.

Dr. Beheshti's research spans multiple domains of modern marketing, with particular emphasis on consumer behavior in online environments, game advertising, and the application of emerging technologies like AI. His work explores how physiological measurements such as eye-tracking and facial expression analysis can decode human emotions in response to marketing stimuli. He investigates the effectiveness of AI-driven chatbots, social media influencers, consumer-to-consumer interactions, the role of empathy in consumer behavior, and cross-cultural advertising.

Analysis of his recent publications reveals a consistent focus on how digital technologies, particularly AI, transform consumer behavior and marketing effectiveness. His research increasingly incorporates physiological and behavioral measurement tools to understand consumer responses at a deeper level, with growing attention to ethical considerations in AI-powered marketing.

As the founding director of the Marketing Lab, Dr. Beheshti leads initiatives that integrate emerging technologies with marketing practices. He also directs the Mahsa Amini Social Media Competition, which engages students in social activism through impactful social media content creation.

In his teaching approach, Dr. Beheshti actively incorporates AI-powered tools to prepare students for the evolving job market. He encourages students to use relevant AI tools in their assignments and projects, developing hands-on expertise with cutting-edge technologies. His educational philosophy emphasizes that AI should be embraced with caution, focusing on ethical considerations and human-centric applications to harness its benefits while minimizing risks.